marketing exam #3
Which of the following is the best example of a persuasive advertising message?
"Buy now, pay later."
Which of the following is the best example of a reminder advertising message?
"Doing business in Peoria since 1848."
Experts estimate that the average cost of a single B2B sales call is about
$400
Which of the following best describes a company sales force?
A company sales force is composed of people who are employees of the selling company.
Which country has a large literate population, which has helped it move up to become the world's seventh largest economy?
Brazil
Which of the following is a potential negative factor for foreign investment in China?
China's population is aging rapidly.
Although a sales representative may skip a step in the personal selling process or might sometimes have to go back and repeat steps, there is a logic in the sequence. Which of the following would NOT be appropriate in the personal selling process?
Closing the sale is the final—and most satisfying—part of the process.
__________ is when vendors ship merchandise prepackaged in the quantity required for each store to the distribution center.
Cross-docking
In addition to merchandise and payments, information flows throughout a supply chain. Which of the following is NOT a good characterization of the flow of information in a supply chain?
Customers will send and receive information from stores and manufacturers.
Which of the following is NOT one of the federal agencies that regulate advertising activities? A. FDA B. FCC C. FTC D. FRS E. USPS
FRS
The __________ is the primary enforcement agency for mass media advertising.
FTC (federal trade commission)
Domestic firms developing a global entry strategy might consider franchising; however, the disadvantages need to be considered. Which of these is NOT a disadvantage of franchising?
Franchising is the riskiest way to enter a foreign market.
George wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. George decides to target Internet browsers who use the terms "apartment," "insurance," and "student." Which of the following will be most helpful to George?
Google AdWords
Which country's government has recently made significant changes that will modernize the retail environment, such as allowing joint ventures and direct ownership in some cases?
India
Which of the BRIC countries has the highest illiteracy rate?
India
Which of the following is currently a negative factor for foreign investment in India?
India's infrastructure for supply chain management is not up to date.
Franz lives in a country where he and his friends have disposable income, in spite of the fact that their average income is $650 per month, because they have no debt and don't save money. Franz most likely lives in
Russia
Which country is projected to become Europe's largest online market in the next few years, with Internet users growing at a rate of 15 percent annually?
Russia
Which of the following is currently a negative factor for foreign investment in Russia?
Russia is known for corruption, creating ethical dilemmas for firms.
__________ involves the planning, direction, and control of personal selling activities, including recruitment, selection, training, motivation, compensation, and evaluation of members of the sales force.
Sales management
If you visit a Kentucky Fried Chicken restaurant in China, you will find congee, a rice porridge that can feature pork, pickles, mushrooms, and preserved egg, on the menu. This is an example of which global product strategy?
Sell totally new products or services.
Ford Motor Company decided to sell the Fiesta around the globe. Which of the following would be an example of glocalization of the Fiesta?
The same product design and features in all countries, with variations in the promotional campaigns country by country.
Why should marketers be aware of the BRIC countries?
They are likely to be the source of most market growth.
A(n) __________ is a 13-digit code retailers can use to track inventory.
UPC
Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver
a consistent and compelling message.
National manufacturers and retailers often pay a service provider to monitor television ads around the country, to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with
a flaw in the medium.
The difference between advertising and publicity is that advertising is
a paid form of marketing communication.
Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with
a poor choice of medium.
The United States imports more goods from China than it exports to China. This is known as
a trade deficit.
Today, when a customer orders merchandise from an online vendor, the vendor usually sends an immediate order confirmation message by e-mail. Usually within a day or two, a second message arrives stating that the order is in the mail. This second message is a type of
advanced shipping notice.
The proliferation of new media alternatives has led many firms to shift their promotional budgets from
advertising to direct marketing and website development.
Especially in the fashion industry where styles and trends change rapidly, a quick response system can
align deliveries more closely with actual sales.
Global expansion often begins with
an order from another country.
In most cases, countries use tariffs to reduce foreign competition, but tariffs are also used
as a response to perceived unfair trade practices.
Like any effective salesperson, Tiffany walks into a customer's office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Tiffany will try to create interest in her company's product. Tiffany will likely __________ to adapt or customize her presentation to match the customer's needs.
ask a series of questions
In the AIDA model, the think stage is the __________ stage.
awareness
The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the
body copy
__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.
brand awareness
Personal selling is an especially important part of IMC in
business-to-business markets.
Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called
cause-related marketing
Which of the following is NOT one of Hofstede's cultural dimensions?
certainty assurance
When the company's dry goods deliveries were late for the third time, Melissa withheld payment from her supplier until it was back on schedule. This is an example of ________ power.
coercive
A firm's marketing communication strategy is formulated specifically to
communicate the value of its product(s).
The basic goal of integrated marketing communications is to
communicate the value proposition to the target market.
In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or
competing messages.
Once a firm has done an analysis of the most viable markets for its products, then it must next
conduct an internal assessment of its capabilities.
In a(n) __________ marketing channel, none of the participants has any control over the others.
conventional
A __________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company.
corporate blog
Cory is working on a global marketing assessment team looking out well into the future to help determine the most attractive market areas around the world. He is evaluating market sizes and growth rates. Based on population growth rates in different regions, he should consider that
countries with high purchasing power today may not continue to show the same growth in the future.
In a __________ distribution center, merchandise moves from vendors' trucks to retailers' delivery trucks in a matter of hours.
cross-docking
Brands can be extremely valuable domestically, but challenging internationally. Companies can help to overcome language difficulties in using brands by
developing brand names that are meaningless in known languages.
NCD company wants to expand into the Mexican market. It has the financial resources, wants to control business operations, and has had considerable success marketing to Hispanics in the United States. NCD will likely use __________ to expand into the Mexican market.
direct investment
Sydney's Emporium has 59 stores in the U.S. and wants to expand globally. Sydney's wants to achieve the highest possible returns, and is not concerned about pursuing a high-risk strategy as long as it maintains complete control over its stores. The best global entry strategy for Sydney's is most likely
direct investment.
Cora will be a bridesmaid next summer and has purchased her dress online. When she turns on her computer again, Cora is surprised to see special offers for matching accessories. This is an example of which marketing strategy?
direct marketing
The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations and has contributed to the rapid growth in
direct marketing
In recent years, the component of IMC that has received the greatest increase in spending is
direct marketing.
Core Publishing Company learned that when selling overseas, local fulfillment can be more cost effective, and it can decrease delivery time and improve customer service. This is an example of a global _________ strategy.
distribution
Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to
drive the receiver to action.
The basic motivating factor in designing supply chains is that
each party wants something from the others.
Flora is frustrated with her company's supply chain management information system. She wants to be able to receive sales data, initiate purchase orders, send and receive invoices, and receive returned merchandise documentation. Flora needs a(n)
electronic data interchange system.
The three elements of any IMC strategy are the consumer, the channels, and
evaluation of the results.
When the value of the dollar declines in relation to other currencies, it benefits U.S. marketers who
export goods to other countries.
When entering a foreign market, the least risky strategy is
exporting
Mary wants to sell her products in Europe, since they are doing well in the U.S. She does not have a lot of capital and is risk-averse, so she most likely would choose to begin with
exporting her products.
Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.
feedback
In the selling process, the saying, "It ain't over till it's over," refers to the __________ stage of the process.
follow-up
Gerald is assessing global entry strategies for his gourmet sandwich business. He does not want to take a lot of risk and he is willing to limit his control of international stores. Gerald will likely use a(n) __________ strategy.
franchising
Even the best marketing communication can be wasted if the sender does not first
gain the attention of the consumer.
Monica works as a salesperson in a retail clothing store. Of the five stages in the selling process, Monica is least likely to engage in
generating and qualifying leads.
The sender of an integrated marketing communication
has little control over what meaning any individual receiver will take from the message.
Mohinder sells small-business health insurance programs, working on straight commission. Closing the sale is an extremely stressful point in the selling process for him. If he does not close the sale, the most likely outcome will be
he will generate no income.
The term "trade deficit" refers to
higher levels of imports than exports.
Independent Publisher's Group is a distributor of books for small publishers. It doesn't have its own sales force, but uses ________ on a contract basis to sell its product on commission.
independent agents
Retailers often perform ticketing and marking functions in their distribution centers rather than in their retail stores because ticketing and marking is often
inefficient and expensive.
To maintain trustworthy customer relationships, companies must take care that they respect customer privacy and respect the ________—that is, the amount of information a customer feels comfortable providing.
information comfort zone
"Now available. The latest fall fashions." is an example of a(n) __________ advertising message.
informative
The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song, "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of
institutional advertising.
As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more
interactive
When supply chain members view their goals and ultimate success as intricately linked, or ________, they develop deeper long-term relationships.
interdependent
One reason B2B salespeople spend considerable time qualifying potential customers is because
it can be costly to prepare and make a presentation to a business customer.
In the 1970s and 1980s, __________ dominated the global marketplace because they could exploit their skills in production, materials management, and new product development.
japanese firms
When firms pool their resources to enter a new market, they create a(n)
joint venture
When Ben evaluated the commercial infrastructure in Mauritius, he considered the island's
legal, banking, and regulatory systems.
________ power is based on getting a channel member to behave in a certain way because of a contractual agreement.
legitimate
Because advertising is the most visible form of marketing,
many people think of marketing and advertising as synonymous.
A(n) __________ is the set of institutions that transfer the ownership of and move goods from the point of production to the point of consumption.
marketing channel
Economic measures like GDP and GNI do not fully account for a country's economic health because they only measure
material output
Walmart's "Everyday low prices" selling proposition is effective primarily because it is
meaningful to the consumer.
Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.
media buy
The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends' cell phones asking them to donate. Which type of marketing communication does this represent?
mobile marketing
Which of the following is being used by a store owner who sends out a text message to all of her preferred customers, announcing the arrival of this season's new clothing?
mobile marketing
When comparing the various communication channels available to marketing professionals, it becomes apparent that
no single channel is better than another channel.
Sales, profits, orders, and sales ratios are all _________ measures that can be used to evaluate sales representatives.
objective
When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated?
once for each individual product and service
Sales promotions include all of the following EXCEPT
online ads.
Miles worked selling products to industrial users and spent most of his time working on customers' new buy and modified new buy situations. Miles was primarily a(n)
order getter
Most beverage distributors have their delivery people act as the firm's sales representatives. The delivery people primarily function as
order taker
Sue spends much of her time checking inventories, processing straight rebuys, and making sure that everything is going smoothly. Sue is primarily a(n)
order taker
With a pull marketing strategy,
orders for merchandise are generated at the store level based on sales data captured at POS terminals.
Trade shows are a particularly good source of B2B sales leads because
people who attend are interested in the products and services being offered.
Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to
persuade consumers to take action.
P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product.
persuasive
When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.
persuasive
Campbell's soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm, the ads said "Time to stock up on Campbell's soup." During the storm, the ads said, "Stay home and stay warm with Campbell's soup." The first ad was __________ advertising, whereas the second ad was __________ advertising.
persuasive; reminder
A(n) __________ is a document used by a forklift driver, indicating how much of each item to get from specific storage areas.
pick ticket
Gross national income equals GDP
plus the net investment income earned from abroad.
Global pricing strategies should be consistent with
positioning strategies.
In the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will
posttest
Chet was struggling selling his golf photography outside a PGA event. When he offered a tee shirt with a golf photograph on it with any framed golf photo, sales picked up. Chet discovered the value of sales promotions—specifically _________—in encouraging customers to buy.
premiums
When Ford Motor Company decided to sell the Fiesta—in the same form and design—around the globe, instead of selling different versions in different countries, this was part of Ford's global ________ strategy.
product
Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a __________ arrangement the film company had made with an advertiser.
product placement
From a consumer's perspective, all of the following are interactive elements of an IMC strategy EXCEPT A. personal selling. B. consumer contests. C. mobile marketing. D. public relations. E. telemarketing.
public relations.
The Big Mac Index is a novel measure of
purchasing power parity.
__________ is a particularly good advertising medium for groceries and fast food.
radio
Firms are willing to offer generous rebates because
rebates increase sales, but few customers actually apply for the rebate.
Because manufacturers with JIT systems produce merchandise closer to the time of sale, they can
reduce inventories needed to satisfy retailers' demand.
For salespeople who practice __________, an unsuccessful close one day may lay the groundwork for a successful close during the next meeting.
relationship selling
A measure termed _______ describes how useful an ad message is to the consumer doing the search.
relevance
Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising.
reminder
Hiro sells building materials to local contractors. He wants to build long-term relationships with his contractors through effective follow-up. After delivering the materials ordered, Hiro can demonstrate __________ by checking with his contractors right after the delivery and addressing any problems promptly.
responsiveness and empathy
In vendor-managed inventory systems,
retailers send sales information to the manufacturer.
One Laptop Per Child is a nonprofit initiative with the goal of making extremely low-cost laptops available to children in the developing world to help them learn skills, with the goal of helping them to learn skills needed in today's workforce. If some of the low-cost technology developed for this laptop found its way into laptops created for U.S. consumers, this would be an example of
reverse innovation
Unilever discovered that people in emerging economies could not afford to buy standard sizes of toothpaste or shampoo, so Unilever started selling single-serve packets at very low prices. Later, Unilever discovered that the same approach worked in the U.S. and started also selling them there. This is an example of
reverse innovation.
Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results.
sales promotion; advertising
__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.
sales promotions
When Barbara realized she didn't have all of the technical information she needed to answer the customer's questions, she made a call to her office. Who would be most likely to provide appropriate assistance?
sales support personnel
Although ethical and legal issues are associated with all aspects of marketing, personal selling presents unique issues because
salespeople interact directly with customers and are, therefore, more visible.
David's firm had grown steadily and the products and systems had become more and more complicated. He had been a star representative and had personally serviced and developed all his accounts. In the past year or so, David and his sales colleagues have been changing their approach due to the sales growth and increasing product complexity. Customer relationships are now being handled more and more by __________, which is typical of firms experiencing this kind of growth.
selling teams
In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?
sender
Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design
should not overshadow the message.
The shift of population from rural to urban areas in countries such as India helps global marketers by
simplifying the supply chain needed to make goods and services available.
Firms can use __________ to bring customers together to share experiences around the products.
social media
When developing an advertising message, the message should focus on
solving problems for consumers.
Fred is generating a list of potential customers and assessing their potential. He is in which step of the personal selling process?
step 1
Steven managed an auto parts store in the 1990s. At that time, stock-outs—failure to have the parts auto mechanics needed to do their work that day—increased the likelihood of the mechanics becoming customers of competing auto supply stores. To avoid this problem and keep his business customers, Steven most likely
stockpiled inventory, adding to the cost of providing auto parts.
TT Toys manufactures toys. The company recently started buying paint for its toys from a Chinese firm. This Chinese company is part of TT Toys'
supply chain
Unlike advertising, public relations
supports promotional efforts by generating free media attention.
Manufacturers would prefer to produce in a country with a trade __________, because it signals a greater opportunity to export products to more markets.
surplus
Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige?
sweepstakes
Gwen recognizes that one of her roles as a company sales rep is to be the firm's frontline emissary. As such, she strives to build strong relationships with customers and
take a long-term perspective.
The attitudes that Ryan's customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to demonstrate the ____________ dimension of service quality by showing consistently well-maintained yards with neat, professional personnel.
tangibles
Generally, which of the following is the most expensive media buy?
television
Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining
the Better Business Bureau's Children's Advertising Review Unit guidelines.
Which of the following is NOT a major consideration in determining an advertising budget?
the budgeting method used
To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and
the number of impressions.
Although conflict is likely to occur in any supply chain, it is generally more pronounced when
the supply chain members are independent entities.
Cross-promotion is most successful when
the two products appeal to the same target market.
In an administered vertical marketing system,
there is no common ownership, and the dominant member has significant power to impose its ideas and objectives.
Telemarketing and cold calls have become less popular as sales tools because of all of the following reasons EXCEPT
they require appointments, which takes time away from the actual selling of the product.
The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this
top-of-mind awareness
Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider
touting the key benefits of his firm's services.
The effectiveness of an advertising campaign is assessed during the campaign by
tracking
The local auto supply store gets merchandise delivered to it by its manufacturers as soon as it has a need, reducing stockouts with minimal inventory. This demonstrates the concept of
vendor-managed inventory.
A(n) __________ is a supply chain whose members act like a unified system.
vertical marketing system
Thanh is starting a career in selling, but he eventually wants to become a senior manager. A selling career may help Thanh to achieve that goal by providing
visibility to management.
Chris laughed at some of the cultural mistakes companies made in advertising and promotion in international trade while he was in school. Now he was trying to determine what had gone wrong with the campaign he had planned in Latin America for his company's product, and it didn't seem quite as amusing. He narrowed the issues down to sociocultural factors. He was looking at both __________ and __________.
visible artifacts; underlying values
An advertising plan is crucial to an ad campaign because it
will later be used to measure the success or failure of the campaign.
Many developed countries are experiencing __________ population growth.
zero or negative
